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Bulldog was the first agency to take a ‘retail first’ approach, says Rob, changing the agency model to mirror the fast paced and dynamic retail sector, which is often driven by changing trends. “The industry needed a dynamic, responsive agency, able to drive change and decisionmaking quickly in order to suit this environment, rather than the larger, more cumbersome companies,” he says.
As well as Magic Mixies from Moose Toys – which Bulldog has built up a strong long-term relationship with, fuelled by the huge success of Shopkins –Care Bears, Sesame Street and Miraculous, which we find out more about on the following pages, Bulldog’s current focuses range from US lifestyle brand Route 66 all the way through to new preschool show, Odo.
“B
Crystal clear
ulldog was launched in recognition of the changing world of licensing and the need for agencies to adapt with it,” md Rob Corney begins, when asked what the agency’s original goal was when it launched back in 2007. “Retailers were becoming increasingly cognisant of the opportunities presented by the growing industry and yet the industry was often failing to engage with retailers, preferring instead to see licensing as a linear process in which the brand owner signed the licensee who then sold their products to retail.”
a programme which featured 57 licensees around the world and saw the brand soar to the top of the sales charts for licensees everywhere. And the confidence which the licensor placed in us really put the company on the map.”Over the years, the agency has gone on to deliver licensing programmes for some of the biggest names in the industry –from DreamWorks Animation to Angry Birds and Garfield.
“We have maintained a keen focus on our central principle that everything we do must be for the benefit of the brand. Being boutique in size means we’re not driven by the shortterm commercial imperative of covering unwieldy overheads. We can make strategic, longterm decisions. Our growth has, and always will, come from attentively building our brands through communication with all keyAndpartners.”whatabout the next 15 years? “Bulldog is now recognised as a leading agency within the industry and our focus, as always, will be in the continuing development of our brands. We have an incredible portfolio of character and entertainment properties which has always been the bedrock of the company. We will continue to be the industry’s best home for brands within this sector while continuing our growth in non-character brands,” Rob concludes.
And Bulldog couldn’t have got off to a better start. Rob continues: “Despite being a startup business with a tiny portfolio, Bulldog was entrusted to launch the global licensing programme for collectables brand, Gogo’s Crazy Bones which went from a standing start at Easter 2008 to become the industry’s biggest collectables brand. We delivered
As for the secret to the agency’s successful growth, Rob believes that a large part has been delivered through a keen focus on strategy and “an unswerving belief that the boutique agency structure is by far the most powerful way to
approach the agency model”.
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MARKING 15 YEARS
As it marks 15 years in business, LSB catches up with Bulldog Licensing’s md Rob Corney to find out his highlights, current focuses and the secret to the agency’s success.
“Good portfolio management goes hand in glove with being a dynamic agency and our proprietary methodology for selecting new properties to represent sees us interrogate all potential new opportunities carefully to ensure they are fit for purpose,” says Rob.
SARAH FINANCEBRAIN,DIRECTOR
I manage all things finance from the billing and collection of royalties, through to reporting disbursementsand to licensors. Highlight since you have been working at Bulldog? Having joined Bulldog from one of the world’s largest financial institutions, I was initially baffled to be surrounded by dozens of boxes of Gogo’s Crazy Bones. But to see those make their way to the stand at BLE and the queues of people literally fighting to get hold of them showed me the power of brand licensing first hand.
Over my time at the company I have worked with a great range of licensors and brands and led really exciting development across all categories including award winning products. Seeing a product I have worked on in the hands of a consumer is always a thrill. Product launch you are most proud of?
KARINA RHODEN, SENIOR CREATIVE MANAGER responsibilities?Key The andacrossmanagementday-to-dayapprovalscreatives
It would be a scramble between Marvel Universe, LEGO and Barbie. I am in constant awe of the innovation from all three.
VICKY LICENSINGMILLER,DIRECTOR
Currently on maternity leave. Highlight since you have been working at Bulldog?
SOPHIE YATES, BRAND MANAGER responsibilities?Key Liaising licensorswithfor latest brand updates and sharing this information with licensees. Establishing targets for each of our brands and working with our licensing and creative teams to ensure these goals are met. Highlight since you have been working at Bulldog? I think seeing the huge growth of Care Bears the past few years, especially knowing it’s been a real team effort to get it to the place it’s at now. Deal you are most proud of? The Knot Churros Care Bears collab mostly because it’s been such a long time coming. My first conversation with them was when I was working from home as we entered the first lockdown in 2020.
responsibilities?Key I look after designapprovals,developmentproductcontent
creation and aid with assets and marketing materials, as well as provide support to the whole team. Product launch you are most proud of? Probably the Skinnydip range with Care Bears. I’m a big fan of their work and have definitely learned a lot from them about how to make attractive and quality licensed products.
SOLE SLATER, SENIOR CREATIVE MANAGER responsibilities?Key
Key responsibilities?
MEET THE
The Just Hype x Sesame Street collaboration – working with the great team there on the development of the range as well as the launch marketing was great, and the launch was a huge success.
The deal with Finsbury Food Group for Shopkins cakes. Not only did it win a Licensing Award in Vegas, but we had the first ever range of licensed cakes in the UK across celebration, cupcakes, tray bakes and slices, and we also caused the European supply of blue food colouring to run out due to the rate of sales of our Cupcake Queen cake!
If you could work on any brand, what would it be and why?
to ensure a swift product development process from conceptualisation to production. My responsibilities also include working on new style guide creation, Marketing and PR.
ROCIO COORDINATORLICENSINGFERNANDEZ,APPROVALS
responsibilities?Key
TEAM03
I manage our licensing and creative team, setting strategies for our properties. I also manage our softlines and publishing business. Highlight since you have been working at Bulldog? I would say Bulldog winning the Licensing Award for Shopkins would be up there as a career high. Deal you are most proud of?
Momentum for the licensing programme is also building, as Vicky Miller, Bulldog’s
04 © MOOSE
SPOTLIGHT ON… MAGIC MIXIES
first product of its discoverysuspense‘wonderment,andofreal magic’.
“Magic Mixies has been a global sensation, selling over one million cauldrons since launch; it has also won the 2022 TOTY for Creative Toy of the year in the US, 2022 Overall Toy of the Year at the Australian Toy Awards and 2022 Interactive Toy of the Year at the UK Toy Awards,” comments Neil Shinner, ceo of Moose Europe. “In the UK, Magic Mixies remains a top new property in the total market.
and umbrellas, with further announcements to be made shortly.“2022
has seen the expansion of the Magic Mixies universe with the launch of the content and the introduction of the collectable Mixlings. Now as we gear up for another exciting Christmas with still further launches, our first licensed nightwear lines will also be hitting the market.
The fan base for this property is huge and we are targeting a full crosscategory roll out in 2023.”
Moose Toys has described it as ‘the next mega franchise to launch from a hit toy’ and now Bulldog is busy building the licensing programme for Magic Mixies.
Magic moments
howcasing Moose Toys’ Magiccompanyinnovation,signaturethesaysthatMixiesisthe
“Following a 360-degree heavyweight marketing launch, Mixlings achieved a number 20 spot in Top 50 Total Toys for June NPD. The Mixlings lines continue to be bestsellers for multiple retailers week after week.”
licensing director explains. “The reaction to the brand at BLE last year was exciting – the market has been looking for something new and this completely unique concept captured the imagination of children and adults alike,” she says. “We quickly signed up our first partners, including Aykroyds TDP for nightwear, Kokomo for health and beauty and RJ Bags for bags
Supporting the consumer products programme, the toy line will also continue to grow. Moose will be expanding into several different toy sectors, ensuring that varied CP categories have their time to shine over the coming months. A focus on core characters will thread through the toy development, while Moose will also continue to look at integrating assets from both toy and content to tie all pillars of the brand together for consumers. There are plans, too, to grow the franchise via content, as Neil explains: “We have three further slates of content planned for YouTube, with the goal of reaching kids where they spend the most time. This content aims to build out the world of Magic Mixies, publishing narratives and developing core isofdistributionhowevertooWeprogramme.productausopportunitieswillidentifychildrencharacterswillwith.“Thisinturncreatemorefortodevelopconsumercan’tsaymuchyet,furtherthecontentalsobeing
Getting social
negotiated and will see additional placement globally, starting from Q4 2022. This includes both the languageEnglishcontent, as are some key goals for the CP programme. “As we round off 2022, we want to maximise the initial softlines launches we have hitting the market alongside the exciting Christmas toy launches and heavyweightmarketingfromMoose,”saysVicky.“AswemovetowardstheNewYear,we are finalising additional deals, deep in developmentproductandplanningproductlaunchesandworkingwithourlicenseesandretailpartnerstobuildlaunchplansforwiderrangesin2023.”
“Social media has already played a huge part in building this phenomenal brand,” says Neil. “When we launched the magic cauldron, we anticipated children and parents sharing their interactions with the toy given elements like the multi-step process and the magic mist reveal lending themselves to sharable, user generated content. What we didn’t expect was the huge amount of viral content created by adults reliving their childhood experiences and showcasing a whole other side to this amazing toy.
“Together, these elements combined with a comprehensive digital marketing strategy drove a huge amount of awareness and engagement for the brand. Of course, social media will continue to play an important role showcasing the evolution of this exciting brand.”
311 312 3147432494 9481 9481
SPOTLIGHT ON… MAGIC MIXIES
product campaign around Sesame Street and the beloved characters shows a constant growth and appeal as a heritage and multigenerational brand with innovative new content in full progress. Licensing and retailers alike are collaborating to take Sesame Street to a new level.”Sesame Street has been a brandmuch-lovedforthe past 50 years
The brand has been enjoying continued growth in the preschool market this year, where new plush lines have launched alongside an expanded offering for softlines.This is supported by
“Trendsetting fashion campaigns, forward-thinking partners like Just Play and fun and playful content will certainly support that vision,” he comments. “In addition to that, raising awareness about Sesame Workshop as an NGO and nonprofit organization that provides needed content to regions facing crisis and conflict (e.g. Ukraine, Syria, Bangladesh and more) is incredibly important.
“We had been talking creatively about finding ways to push the Sesame Street characters in new, dynamic directions and ‘giant robotic Cookie Monster’ made everyone smile. We took that kernel and worked on designs and animation tests to see if there was something there. When we saw how much fun everyone was having developing the concept, we knew we had something special on our hands.”
and Chris says “it’s only gotten stronger with time.”
In terms of new content, the organisation is readying Sesame Street Mecha Builders which reimagines Elmo, Cookie Monster and Abby Cadabby as robot heroes-in-training who use their STEM superpowers to solve larger than life problems.
ith a new European office established in 2021, we are excited about the achievements of the past couple of months and have set a course for huge new opportunities, as well as new ofBecker,beginsfranchises,”Chrisdirectorfranchise
“W
Consumers don’t always make the connection that the Muppets of Sesame Street are reaching and teaching kids around the world. We’re all part of a mission to help kids everywhere grow smarter, stronger and kinder.”
Streets ahead
Animated in a dynamic 3D style, the series is aiming to help older preschoolers practice important critical thinking skills.
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“The origin story of Sesame Street Mecha Builders is actually a good one,” says Chris. “Sesame Workshop hosts an annual competitive company-wide Halloween contest, and one year, there was a ‘Mecha Cookie Monster’ costume skit.
Broadcast news for the show is due to be shared shortly, with Bulldog looking to begin discussions for a full cross category programme at Brand Licensing Europe.
Big Build
SPOTLIGHT ON… SESAME STREET
Sesame Street continues to be an innovator of entertainment, with the franchises and characters having a proven track record of success for more than 50 years. However, it’s not resting on its laurels--with new partners, content and initiatives lined up.
Europe at “TheWorkshop.Sesameconsumer
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will be Sesame Workshop’s multi-territory master toy licensee for North America, Latin America, Europe, Middle East and Africa. Key preschool play patterns and categories including plush, figures, play-sets, vehicles, role-play/dress-up, bath and learning toys will define the new product portfolio.
Super Grover 2.0 daily, as well as in channel marketing where Sesame Street is prominently featured.
Chris continues: “The content included TV specials, videos, books and so much more. We’re continuing to expand our health and wellness categories. Maintaining healthy routines helps young children understand their world and feel secure. Recently, we partnered with Headspace on a podcast that uses mindfulness techniques to
Speaking of our adult fans, our adult softlines programme continues to grow with new retailers and some exciting collaborations for all ages around the globe, including UGG, Cotton:on and GAP.”
“Partners, retailers and consumers need to clearly see our new vision come to life in products and retail campaigns as well as in new content distribution,” Chris explains. “Next to our
master toy licensee we expect very innovative campaigns in softlines and fashion.
Rob Corney, md of Bulldog Licensing, continues: “We’ve also expanded our footprint in the baby space, with gorgeous babywear designs from Dennicci, meaning our adult fans can share the brand they grew up with their own bundles of joy.
TM & © 2022 SESAME WORKSHOP
With the lives and routines of families challenged and changed because of the pandemic, Sesame Workshop created resources to help bring a sense of stability and encouragement as they navigated the ever changing ‘normal’.
SPOTLIGHT ON… SESAME STREET
help little ones relax and regulate their emotions during daily routines. The Goodnight, World! podcast reimagines the sleepcast format to help kids prepare their minds and bodies for bed.
“A series of Sesame Street Monster Meditation books from Penguin Random House extends the partnership further, teaching families mindfulness techniques they can use at any time of day. Fans can expect to see more in this category in the coming months.”
As Sesame Workshop has one of the richest and most established archives, we feel that the great flexibility of our creative teams enables and inspires young new artists to be working with the brand and characters.
“We encourage partners to explore new ways of working and challenging our fantastic teams on new creative concepts. We are open to new ideas and promise a quick turnaround.”
A major recent development has been the arrival of Just Play as master toy partner –starting in 2023, the company
Well-being initiatives
“We started the year with a global promotion with Burger King at approximately 7,200 participating restaurants that rolled out first across Europe,” he says. “And this fall, we’ll see an extensive toy roll out from ZAG Play and Playmates which will be available at all major retailers including Walmart, Target, Kohl’s, Amazon, Smyths, Auchan, Carrefour, King Jouet, Big W, Chedraui and Liverpool, Hamley’s and more.”
In the UK, the consumer products programme is going from strength to strength, as Rob Corney, md of Bulldog Licensing explains. “The fantastic toy range has seen
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SPOTLIGHT ON… MIRACULOUS
An exclusive global deal has also been secured with The emoji company to create multiple product lines which will feature unique emoji x Miraculous brand icons; another global deal was signed with Tel Aviv-based PMI for a line of collectables, impulse, stationery and school supplies; while TCC Global is on board with a pan European deal as the exclusive loyalty partner.
In total, the brand has over 400 licensing partners around the globe, with more due to be announced later in the year.
he Miraculous brand closed out 2021 having achieved over US$1 billion in retail sales, providing it with an excellent platform to continue to build on during 2022, as Jeremy Zag, founder and ceo of Zag, explains.
Miraculous – Tales of Ladybug and Cat Noir now boasts over 400 licensing partners around the globe. Last year, the brand achieved over US$1 billion in retail sales, with the toy range in particular enjoying phenomenal growth. And there’s more to come, with an animated feature, gaming developments and co-branded partnerships to name just a few.
T
Believe in Miracles
not only to fight super villains, but most of all, helps them to grow and discover themselves. They ultimately learn
says. “In Miraculous, the heroes are regular teenagers with real fears, feelings and everyday powersproblems.teenTheirhelpthem
“Demand for the Miraculous – Tales of Ladybug and Cat Noir TV series continues to grow across the globe, and we know that fans are eagerly awaiting the launch of season five this fall,” says Jeremy. “Plus our new $US100m+ animated feature Miraculous Ladybug and Cat Noir: The Movie - the origin story to the TV series - will be supported by a major QSR programme, the expanded toyline from ZAG Lab and Playmates, the launch of the first Miraculous console game from ZAG Games, developed by Magic Pockets and published by GameMill Entertainment for Xbox, PlayStation and Nintendo Switch; two new mobile games from ZAG Games, developed with Crazylab; and several co-branded partnerships with some more of the most influential companies across the globe for numerous consumer products categories, including a leading automobile manufacturer.
© 2015 - 2021 ZAGTOON – METHOD
that the true hero is the one behind the mask.
MIRACULOUS09
Growth plans
“In addition to the core TV show and new movie, gaming is huge with fans from the original apps, to Roblox and
“Softlines continues to be a strong area for us, with amazing style guide development
from Zag keeping designs
“At its core, Miraculous is a coming-of-age series about kids learning about loving themselves and finding their true powers. Ladybug and Cat Noir are faced with discovering their own powers even if it scares them, even when it is hard to do. Core values are family, friendship, courage, love and girl empowerment.”
Hopes are high on the brand continuing its growth trajectory. Rob offers: This is an exciting time for ZAG with the launch of season five this fall, followed by the US$100 million+ animated feature, as well as new product ranges coming to market. As you can see from Jeremy, the momentum and pipeline behind this brand is huge and continues to deliver content for our substantial fan base.
SPOTLIGHT ON…
Audiences certainly seem to have taken the show’s protagonists, Ladybug and Cat Noir, to their hearts, and Jeremy believes this is for a number of reasons.
phenomenal year on year growth (up 748% in value YTD vs 2021), with the range widely available at retail. Heavyweight marketing from Bandai supports the range of fashion dolls, play-sets, role-play and collectables and we’re delighted to see further new retailers coming on board for AW22.
“The characters are engaging, likeable andbutadmirable,mostimportantlyrelatable,”he
“We also anticipate moving forward with another season of Miraculous, plus some spin-off projects.”
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love hearing that fans that grew up with the brand in the 80s are now introducing their own families and children to the Care Bears,” says Robert Prinzo, head of global licensing at Cloudco Entertainment. “Our wide ranging consumer product deals allow us
With its 40th anniversary celebrations in full swing, regardless of the entertainment style or medium, the Care BearsTM continue to be champions of sharing and caring, as well as an endless source of inspiration for numerous partners.
to create fun, new products that all our fans will collect, and enjoy, for years to Consumercome.”products and experiences for the brand continue to focus on nostalgia, along with ‘positive, uplifting and inclusive messages’. The responses to recent collaborations and product launches, says Robert, have
been ‘overwhelmingly positive’, with several drops selling out. Success has come from traditional retail categories such as fashion, accessories, homeware, cosmetics, games, crafts and seasonal for both kids and adults, while there has also
SPOTLIGHT ON… CARE BEARS
40 Years of Caring
“T he Care ofresonateBearsTMwithfansallages,andwe
“In contrast to the sweetness and nostalgia of our anniversary celebrations this year, our new global marketing message is a more expressive and bold call to action. We will be working closely with our global partners, grassroots non-profit organisations, and brand ambassadors to host pop-up events and regular costumed character appearances to showcase the many ways we can collectively spread love, hope andKristeenhappiness.”continues: “Plus, we’ll be introducing new original music, allnew animated specials with HBO Max, and new Care Bears Besties to help us care for the earth, care for our minds and care for each other. There’s so much joy to share and goodness everywhere when we really ‘Dare to Care’!”
Sophie Yates, brand manager at Bulldog Licensing, says: “Care Bears continues to be strong in apparel and it’s been great to see other categories also launch alongside this. We’ve seen Bioworld develop a range of hats and bags for men and women for ASOS, DCK launched their popular range of kids jewellery and hair accessories, and a great cross category range for Primark including health and beauty, stationery and gift items from Skinnydip and Fizz.”
SPOTLIGHT ON… CARE BEARS
of new style guides to suit the latest trends has also been key, but ultimately the brand has never moved away from its original messages and core values of sharing, caring, friendship and courage – emotions and messages which have remained prevalent throughout 40 years.
fashion collaborations launching soon, so watch this space.”
Major success has also been enjoyed within the fashion space, with the year starting with a collaboration with Chinti & Parker for cashmere jumpers and t-shirts featuring some of the most popular characters. “Following this, Truffle Shuffle developed a range especially for the 40th anniversary, featuring the classic watercolour artwork of the bears from the 1980s,” Sophie continues. “They also launched a special limited edition Pride t-shirt with 100% of the proceeds going to Stonewall, the LGBTQ+ charity. Global collaborations with H&M and Zara Kids have launched in the UK with the ranges continuing to grow. We’ve got a couple more exciting
been expansion into newer areas such as travel and the metaverse, with a partnership with Alaska Airlines, plus Care Bears NFTs with RECUR and Sandbox.
brands during the pandemic,” she offers. “Following several successful fashion collabs, softlines have really led the way and we’ve seen these open opportunities across other categories as retailers can get a sense of how high the demand for the brand is. We expect to see this expansion into hardlines moving forward.“There is also potential growth for babies and kids’ products. Following the launch of plush from master toy partner Basic Fun, we’ve already seen apparel and categories.”acrossoftheartworkUnlockdevelopedaccessoriesinthetheMagicstylelaunch,whilesupportedby‘babyfeatureplush’fromSambro,theCareBearsBabystyleisbeingusedacrosssoftlines.Wecan’twaittoseefurthergrowththebrandallagesandThedevelopment
“With our core group of key characters such as Cheer Bear, Grumpy Bear and Funshine Bear, and the introduction of newer characters like Togetherness Bear, Dream Bright Bear and I Care Bear, the Care Bears continue to share their universal message of sharing and caring,” says Kristeen Tibbits, head of marketing at Cloudco Entertainment. “In 2023, we will continue to explore relevant themes and cultural moments, all while encouraging our fans to ‘Dare to Care’ like a Care Bear.
Dare to Care
“Care Bears has been incredibly popular with adults recently as consumers turned to nostalgia
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Plans are already afoot for a new marketing campaign in 2023, called Dare to Care.
TM & © 2022 TCFC
Over the past 40 years, Care Bears has undoubtedly proven that it can stay relevant and loved by consumers. And Sophie is confident that there is yet more growth to come.
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